Strongbow Hard Cider, the #1 selling hard cider in the world[1] and the 2014 recipient of the top honor/gold medal for Gold Apple[2], in the common cider category from Tastings.com, announces the details of its January through April Cider at its Bestest program.

StrongbowBestest
The fully-integrated retail and on-premise promotion, including targeted digital media, traffic stopping in-store displays and signage, shopper offers and brand engagement across social media platforms, invites LDA+ consumers to enjoy Strongbow when it’s at its utmost best—served over ice – while providing retail and on-premise accounts with the program elements they need to drive incremental sales of Strongbow Hard Cider.

“I’m convinced that there’s nothing more delicious than the crisp, refreshing taste of Strongbow hard cider when it’s poured over ice,” said Alejandra de Obeso, Brand Director for Strongbow, HEINEKEN USA. “Enjoying any of our flavors on the rocks is the perfect way to kick off your evening plans, or celebrate the end of a fulfilling day, while you catch up with your group of closest friends. As more consumers try Strongbow’s variety of hard ciders and learn more about our global credentials, they engage more with the brand. With each new sample, consumers discover why Strongbow over ice is the #1 selling hard cider in the world.”

Cider has grown 60% per year since 2010 and has added an incremental $200MM to retailers registers in just the past two years alone[3]. Upscale, social cider brands are gaining share on traditional ciders and represent a huge opportunity for retailers. De Obeso added,

“Strongbow, the global leader for this segment, provides multiple benefits to retailers: the brand appeals to a very attractive demographic – it is preferred by millennial (LDA-34) and upscale consumers, split equally between men and women[4]; it is the most effective cider brand at generating loyal repeat shoppers[5]; and these new fans make more trips and spend more per visit maximizing traffic in the category[6]. Strongbow’s Cider at its Bestest program and our new variety pack are two key tools that will help retailers take advantage on the growth and profitability of upscale cider.”

Strongbow is partnering with digital vendors to deliver hyper-targeted digital ads and relevant offers that will drive consumers to local retail and on-premise accounts. At retail, custom designed Cider at its Bestest display and POS elements with enticing visuals, along with channel specific merchandising offers (where legal) will entice shoppers to increase basket rings and drive sales of Strongbow Hard Ciders. On-premise, Cider at its Bestest table tents, posters, banners and menu boards will encourage patrons to try Strongbow over ice for themselves. Social media platforms including Pinterest will invite consumers to share their Strongbow experiences, leveraging the power of word-of-mouth to increase engagement and sales of Strongbow.
Strongbow’s Cider At its Bestest program runs January 1-April 30, 2015.

[1] Canadean, based on 2013 global sales volume of largest single cider brands.
[2] Tastings.com’s 2014 World Beer Championships, Common Cider Category- 10/14/2014
[3] Nielsen FDCM+, 52 weeks ending 7/19/14; Spectra, Nielsen panel data, total USA Grocery $2MM+, 52 weeks ending 12/28/13
[4] Nielsen Total USA Grocery, 52 weeks ending 6/21/14; major grocery shopper card data, 26 weeks ending 12/28/13
[5] Nielsen Total USA Grocery, 52 weeks ending 6/21/14; major grocery shopper card data, 26 weeks ending 12/28/13
[6] Nielsen Total USA Grocery, 52 weeks ending 6/21/14; major grocery shopper card data, 26 weeks ending 12/28/13